AutoMate

Brand design for a self-driving rideshare service

Overview

The Problem

Create a rideshare brand that includes a style guide, logo, mockups of the website and mobile app, advertisements, and more.

The Solution

My brand, AutoMate, was created to instill fun, personalized experiences in an emerging and
seemingly risky technology. AutoMate would set itsself apart from other autonomous rideshares
by having personalization options - that is, allowing users to customize what they hear, see, eat,
and how they relax. While this is not a luxury brand, this is one of comfort, and does not include
more economical options, like carpooling. AutoMate is designed for users who are on the go, and
a little more tech-centric than others.

My Roles

• Graphic Designer

• UX Designer

• Researcher

My Team

• Just me

Methods Used

• Competitive Analysis

• Design Iterations

• Sketching

• High Fidelity Mockups

Process

Inspiration

My brand, AutoMate, was created to instill fun, personalized experiences in an emerging and
seemingly risky technology. AutoMate would set itsself apart from other autonomous rideshares
by having personalization options - that is, allowing users to customize what they hear, see, eat,
and how they relax. While this is not a luxury brand, this is one of comfort, and does not include
more economical options, like carpooling. AutoMate is designed for users who are on the go, and
a little more tech-centric than others. There is a threshold of trust that one must have before
considering autonomous cars at this time, so those people who are pro-technology would be the
people I would target. With this knowledge, my users would primarily be people in younger
generations, however, I would not exclude middle-aged individuals who are excited about this
emerging technology. Because of this, my brand can have these liberties of being fun, while
continuing to instill that trust and safety in a new technology.

Style Guide

When it came to the brand, I wanted to make something that would instill this “fun” energy,
while also ensuring trust within the brand. Because of this, I used a scripted font for the logotype,
using it’s bold and curvy lines to instill a friendly but secure experience. The color schemes I chose
were intended to make the experience seem light-hearted yet trustworthy, relying on more tech-
forward colors of white, black, and blue, and falling back on secondary colors for the more friendly
aspects.